The internal and external aspects of employer branding

Employer branding has become a crucial part of companies' strategies to attract and retain talent. However, not everyone is aware of the two sides of the coin: the internal and external aspects of employer branding. In this blog, we will delve deeper into both dimensions and how they influence each other.

What is employer branding?

First things first, let's start with what exactly employer branding is. Employer branding is the process by which an organization promotes and manages its reputation as an employer. The goal? To attract and retain top talent by providing an attractive and reliable workplace. Employer branding extends from the culture and values of the company to the marketing efforts aimed at potential employees.

External employer branding: market position and brand perception

External employer branding focuses on the perception of the company by people outside the organization. This aspect is often the first thing people think of when it comes to employer branding and is crucial for attracting new talent.

It's not just about how vacancies are advertised, but also about the overall presence of the company in the media, on social media, and at job fairs. The goal is to develop a strong brand image that resonates with potential employees and attracts them to what the company has to offer.

Examples of external employer branding strategies include:

• Social media presence: Regularly posting engaging and relevant content on platforms like LinkedIn, Instagram, and Twitter, highlighting the company culture and employees.
• Job advertisements: Well-designed job postings and videos that not only promote the role but also emphasize the company’s culture and values.
• Employer branding campaigns: Targeted marketing campaigns on external platforms that position the organization as an attractive employer, such as ads on job sites and other media.
• Partnerships with educational institutions: Collaborations with universities and colleges through guest lectures, workshops, or internships to attract young talent early on.
• Job fairs and events: Participating in career days, job fairs, and conferences where the company can connect directly with potential candidates and leave a strong first impression.
• Reviews on platforms like Glassdoor: Actively monitoring company reviews on sites like Glassdoor and responding where possible to maintain a positive reputation.
• Media publications: Articles, interviews, or press releases that showcase how the company contributes to societal issues, innovation, or corporate culture, increasing its attractiveness to potential talent.

Internal employer branding: employee engagement and worker satisfaction

Then we have the internal aspect. Generally, there is slightly less focus on this, but it is very important! Internal employer branding focuses on the current employees of the company.

This aspect is aimed at creating a positive work experience that not only satisfies employees but also motivates them to do their best and feel connected to the organization. It includes initiatives such as employee recognition, career development programs, and promoting an inclusive corporate culture.

Examples of internal employer branding strategies include:

• Employee recognition and reward programs: Programs that recognize employees for their achievements, such as ‘employee of the month’ awards, bonuses, or public recognition during meetings.
• Career development programs: Internal training, mentoring, and educational opportunities to help employees grow professionally and advance within the company.
• Health and wellness programs: Initiatives such as gym memberships, mental health workshops, or flexible working hours that contribute to employees' overall well-being.
• Transparent communication: Regular updates from management on business goals and performance through town hall meetings, internal newsletters, or digital platforms, helping employees feel more connected to the organization.
• Teambuilding activities: Social events, team outings, or workshops that foster stronger relationships between colleagues and improve work dynamics.
• Inclusive company culture: Policies and initiatives that promote diversity and inclusion, such as diversity training and employee resource groups for various communities.
• Feedback and improvement systems: Regular employee satisfaction surveys, personal evaluation meetings, and anonymous feedback platforms, enabling employees to voice their opinions and suggest improvements.
• Flexible working arrangements: Options like remote working, flexible hours, or part-time schedules, allowing employees to better balance work and personal life and offering them more autonomy.

The interaction between internal and external employer branding

The true power of a successful employer branding strategy stems from the seamless integration of both internal and external elements. A strong internal employer brand—rooted in authentic employee satisfaction, engagement, and a thriving company culture—naturally amplifies the external brand. When employees genuinely feel valued, motivated, and aligned with the company’s mission, they become powerful brand ambassadors, sharing their positive experiences across their networks, both online and offline. This organic advocacy significantly enhances the company’s external reputation, positioning it as an employer of choice.

Conversely, a well-crafted external employer brand that attracts top talent must be backed by a solid internal foundation. If the external image aligns with the reality inside the organization, new employees are more likely to remain engaged and committed, reinforcing the company's internal culture. This continuous cycle creates a reinforcing loop, where satisfied employees drive external perception, and a positive external image attracts talent that further enriches the internal environment—a true win-win scenario that propels long-term success and sustainability.

Elevating your employer brand

The synergy between the internal and external facets of employer branding cannot be underestimated. Companies that succeed in this not only attract high-quality personnel but also retain their best forces, which is essential for long-term success.

Do you have questions about how best to implement this within your organization? Send us a message!